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Kellogg’s beats Heinz to top grocery brand title

Its sales topped £550 million

Kellogg’s has beaten Heinz to be named Britain’s biggest-selling grocery brand, figures out today show.

The cereal manufacturer’s sales topped £550 million in the past year – up 4 per cent on 2006, according to research from TNS Worldpanel.

Heinz came in second place with sales of around £520 million followed by Walkers Crisps and Cadbury in joint third place at £490 million.

The TNS findings for trade magazine Marketing were based on take-home purchases made by 25,000 British households in the year to April 22 2007.

Coke Zero

Coca-Cola enjoyed a 7 per cent year-on-year sales increase following the launch of Coke Zero, while chocolate giant Cadbury saw its sales dip by 1 per cent.

TNS Worldpanel said brands which had responded to shoppers’ demand for healthier products did particularly well over the past year.

The firm’s research director Edward Garner said: ‘Healthy eating seems to finally be lodged firmly in the minds of Britain’s consumers, but we are still loathe to forgo the foods we love.

‘Brands that have adapted to this and created healthier ranges have enjoyed a significant increase in sales.’

Buying habits

TNS defined a ‘brand’ as it would be seen in the eyes of the shopper.

Products with clearly defined branding on their packaging were counted up to make the total brand value.

TNS Worldpanel carries out an ongoing survey of 25,000 households’ purchasing habits via a range of methods including bar code scanners, till receipt scanning, interviews and shoppers’ diaries.

Britain’s top 10 take-home grocery brands of 2007 as named by TNS Worldpanel are as follows:

1. Kellogg’s

2. Heinz

3. Walkers Crisps

3. Cadbury

5. Birds Eye

6. Coca-Cola

7. Muller

8. Warburtons

9. McVitie’s

10. Hovis.

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